广告语篇中的情态分析

An Analysis of Modality in Advertising Text

Abstract

Modality is a means for the speaker to convey his/her attitude towards and judgment of assertions and proposals. The use of modal expressions may reflect the interactional purpose and context of the specific genre. The advertising texts are composed in a variety of ways to sway the reader. They reflect the interpersonal relationship between the advertisers and the potential consumers. On the basis of that, the author analyzes thirty English advertising texts in detail with theories of modality and concludes that the frequent use of probability expressions can increase the reliability of the content of the advertisement as well as indicate politeness to the reader; the expressions of inclination are useful to show the advertisers’ willingness to sell or offer products or services to consumers. The ability/potentiality expressions may reinforce the reader’s confidence. Implicit subjective orientation is also commonly employed to express advertisers’ opinion and attitude clearly while maintaining the objectivity of the content.

Key Words: systemic-functional grammar; modality; advertising text; interaction

摘  要

情态是说话人表达对断言和建议的态度和判断的1种手段。在韩礼德的系统功能语法中，情态理论的阐述较为详尽。情态系统是实现语篇人际意义的主要资源之1，情态表达的使用可以反映出特定体裁的交际目的和语境。广告文体是小品文中最典型的代表，其作用不仅要提供信息还要说服影响别人，是广告发布人与潜在的消费者双方关系的反映，该文选取310则英文广告从系统功能语法角度对其进行情态分析，研究发现频繁使用可能性情态表达可以增加广告的可信度，同时体现礼貌原则；较多的意愿性情态表达有效的体现出广告主提供某1种产品或服务给消费者的意愿；能力/潜力性表达的使用可以表明广告主对读者的信心；广告中出现得较多的隐性主观情态在表明广告主观点和态度的同时又保持了客观性，达到了劝说的目的。

关键词：系统功能语法、情态、广告语篇、交互

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